You can grab a drink, eat a meal, have a leisurely lounge and shop within this Belgian concept store, so Upside branding was designed so that the consumer can appreciate the breadth of services that this business has to offer. It would have been difficult and aesthetically fussy to communicate this in a great deal of detail, so the Coast agency worked with the other end of the spectrum and went back to the basics to draw up a visual identity.

The all-bases-covered approach incorporates a variety of shapes and symbols that have been executed with fine lines and strokes and a bit of bright color. The look of the aluminum cans, the shopping bags and the Upside branding stationery becomes eye-catching and elaborate without appearing the least bit busy.